Publishers have faced several challenges with the explosion of digital media over the past ten years. Perhaps largest on that list are the many audience data silos that have popped up here and there and everywhere.
Many companies have their print magazine subscriber data files in an in-house fulfillment management system or an outside fulfillment house. Digital magazine subscriber data is usually housed with multiple outside vendors. Email newsletter lists are often in an outside email service provider. Event attendees are likely on a spreadsheet in the marketing department. And, any lists generated by editorial might be on word documents on the editor’s computer…
